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Grammycam
案例简介：活动描述 介绍格莱美，第一个带有内置直播摄像头的颁奖典礼奖杯。颁奖典礼都是一样的。它们在同一拥挤的时间内以相同的格式展示相同的星星。我们开始创造一个新的粉丝体验，让格莱美分开，这与观众建立了有意义的联系，并重申格莱美是一个不可错过的文化活动。为了创建格莱美相机，我们与 GoPro 合作设计了一款定制摄像机，可以嵌入格莱美奖杯的特殊 3D 打印底座中。粉丝们可以在 gramlyslive.com 的任何设备上观看来自几个不同格莱美相机的直播视频。这种独特的第二次屏幕体验创造了一个更亲密的视角，可以看到在任何特定时刻在舞台上和后台的感觉。第一次，粉丝们真的在他们最喜欢的艺术家手中，可以见证前所未有的伟大。 概要 奖项显示所有感觉相同。他们使用相同的格式，展示相同的星星，在相同的时间段。我们想通过为粉丝们创造新的体验来区分格莱美奖，让他们更接近他们的偶像，并将品牌确立为一个创新的领导者。 战略 接触名人的渠道已经完全改变。有了 Instagram 、推特和潜望镜，它是亲密和即时的。然而颁奖典礼没有跟上。所以我们设计了一个定制的 GoPro 相机，并把它放在格莱美奖的底部。在广播中，它流向了 gramlyslive.com，实际上让观众掌握在他们最喜欢的艺术家手中，让他们见证了前所未有的伟大。 fastCompany 在 2月9日打破了这个故事，开始了一周的期待 (由视频和照片预告推动)。然而，大多数的行动,发生在活动的当晚，超过百万的人在网上收听，希望有机会体验他们最喜欢的音乐家手中的格莱美相机。在接下来的几天里，我们分享了艺术家在获奖时刻的亲密镜头的 “最佳” 亮点，给粉丝们另一个重温他们的机会。 执行 格莱美奖在 58 届格莱美奖广播中被授予获奖者。它拍摄了现场直播、在线直播和社交分享的镜头。一些艺术家吹吻，一些挥手，一些人发表演讲，一些人只是表现得很酷，给他们的粉丝一个前所未有的亲密视角..FastCompany 在 2月9日打破了格莱美奖的故事, 开始了一周的期待，由视频和戏谑的协调运动进一步推动。该节目的主持人 LL Cool J 播下了一段社交 “拆箱” 视频，他今天早上去了哥伦比亚广播公司大肆宣传我们的谈话要点。一段网络视频讲述了格莱美奖从 1958年到今天的演变。社交帖子用 “你在这里” 的信息介绍了格莱美。格莱美奖的早晨,《连线》打破了格莱美奖另一个巨大的幕后故事。格莱美奖社交频道分享了活动后的内容，并给了粉丝们一个重新体验他们最喜欢的格莱美奖时刻的机会。 相关性 格莱美是第一个带有直播摄像头的颁奖奖杯。通过身临其境的二次屏幕体验，用户几乎可以从他们希望的任何角度观看格莱美奖颁奖典礼。观众可以选择和获胜者一起站在舞台上，偷看后台的兴奋，或者一起接受媒体采访。GRAMMYcam 是一项创新，让粉丝们沉浸在与他们最喜欢的表演者现场的亲密体验中。一个新的酒吧已经为所有的颁奖典礼，也许所有的现场活动。 结果 GRAMMYcam 带来了一种全新的方式来观看现场活动 -- 让观众成为行动的一部分，而不仅仅是观众。格莱美现场直播网站在晚上看到了 120万名独特的游客，访问了 570万多个相机角度 -- 平均每人观看了 4 台不同的格莱美相机。媒体关注这个故事，超过 400 篇与格莱美奖相关的文章在网上发表，包括 Mashable 、 FastCompany 、 People 和 Perez Hilton 的特写。这项技术是吸引观众和参与的创新方式。我们的活动后内容也吸引了许多粉丝，到目前为止获得了 150万多次观看。
Grammycam
案例简介：Campaign Description Introducing GRAMMYcam, the first award show trophy with a live-streaming camera built-in. Award shows are all the same. They feature the same stars in the same format all in the same crowded time period. We set out to create a new fan experience to set the GRAMMYs apart, something that built meaningful connections with the audience and reaffirmed the GRAMMYs as an unskippable cultural event.To create GRAMMYcam, we worked with GoPro to design a custom video camera that could be embedded in a special 3D printed base of the GRAMMY trophy. Fans could watch live-streaming video from several different GRAMMYcams, on any device, on GRAMMYsLive.com. This unique second-screen experience created a more intimate view of what it felt like to be both onstage and backstage at any given moment. For the first time, fans were literally in their favorite artists’ hands and could witness greatness like never before. Synopsis Award shows all feel the same. They use the same format, and showcase the same stars, all around the same time period. We wanted to differentiate the GRAMMYs by creating a new experience for the fans that brought them closer to their idols and established the brand as an innovative leader. Strategy Access to celebrities has completely changed. With Instagram, Twitter, and Periscope, it’s intimate and instant. Yet award shows haven’t kept up. So we designed a custom GoPro camera and put it inside the base of the GRAMMY award. It streamed to grammyslive.com during the broadcast, literally putting viewers in their favorite artists’ hands, allowing them to witness greatness like never before.FastCompany broke the story on Feb 9th, kicking off a week of anticipation (fueled by video and photo teasers).Most of the action, however, occurred the night of the event where over a million people tuned in online for the chance to experience the GRAMMYcam in the hands of their favorite musicians. Over the next few days, we shared “best of” highlights of the intimate footage of artists in their winning moments, giving fans another chance to relive them. Execution GRAMMYcam was handed to winners during the 58th GRAMMYs broadcast. It captured footage that was broadcast live, streamed online, and shared socially. Some artists blew kisses, some waved, some gave speeches, and some just played it cool, giving their fans a never-before-seen intimate view..FastCompany broke the GRAMMYcam story on Feb 9, kicking off a week of anticipation, further fueled by a coordinated campaign of videos and teasers. A social “Unboxing” video was seeded with the show’s host, LL Cool J, who later went onto CBS This Morning to hype our talking points.A web video dramatized the evolution of the GRAMMYS trophy from 1958 to today.Social posts introduced the GRAMMYcam with “You Are Here” messaging.The morning of the GRAMMYs, Wired broke another huge behind the scenes GRAMMYcam story.Post-event content was shared on GRAMMYs social channels and gave fans a chance to re-live their favorite GRAMMYcam moments. Relevancy GRAMMYcam is the first award show trophy with a live-streaming camera built right into it. Through an immersive second-screen experience, users were able to view the GRAMMYs award ceremony from almost any perspective they wished. Viewers could choose to be on stage with the winners, peek at the backstage excitement, or ride along for press interviews. For the first time, the fans were in control of their GRAMMYs experience.GRAMMYcam was an innovation that immersed fans in an intimate experience with their favorite performers, live. A new bar has been set for all award shows, and perhaps all live events. Outcome GRAMMYcam brought a brand new way to view live events – making viewers part of the action, versus just spectators. The GRAMMYs Live site saw 1.2 million unique visitors over the course of the night, with over 5.7 million camera angles accessed – that’s an average of over 4 different GRAMMYcam cameras viewed per person. The press jumped on the story, and over 400 GRAMMYcam-related articles were published online, including features from Mashable, FastCompany, People and Perez Hilton. The technology was an innovative way to draw both viewership and engagement. Our post-event content that was seeded out also drew in many fans, garnering over 1.5 million views to date.
Grammycam
案例简介：活动描述 介绍格莱美，第一个带有内置直播摄像头的颁奖典礼奖杯。颁奖典礼都是一样的。它们在同一拥挤的时间内以相同的格式展示相同的星星。我们开始创造一个新的粉丝体验，让格莱美分开，这与观众建立了有意义的联系，并重申格莱美是一个不可错过的文化活动。为了创建格莱美相机，我们与 GoPro 合作设计了一款定制摄像机，可以嵌入格莱美奖杯的特殊 3D 打印底座中。粉丝们可以在 gramlyslive.com 的任何设备上观看来自几个不同格莱美相机的直播视频。这种独特的第二次屏幕体验创造了一个更亲密的视角，可以看到在任何特定时刻在舞台上和后台的感觉。第一次，粉丝们真的在他们最喜欢的艺术家手中，可以见证前所未有的伟大。 概要 奖项显示所有感觉相同。他们使用相同的格式，展示相同的星星，在相同的时间段。我们想通过为粉丝们创造新的体验来区分格莱美奖，让他们更接近他们的偶像，并将品牌确立为一个创新的领导者。 战略 接触名人的渠道已经完全改变。有了 Instagram 、推特和潜望镜，它是亲密和即时的。然而颁奖典礼没有跟上。所以我们设计了一个定制的 GoPro 相机，并把它放在格莱美奖的底部。在广播中，它流向了 gramlyslive.com，实际上让观众掌握在他们最喜欢的艺术家手中，让他们见证了前所未有的伟大。 fastCompany 在 2月9日打破了这个故事，开始了一周的期待 (由视频和照片预告推动)。然而，大多数的行动,发生在活动的当晚，超过百万的人在网上收听，希望有机会体验他们最喜欢的音乐家手中的格莱美相机。在接下来的几天里，我们分享了艺术家在获奖时刻的亲密镜头的 “最佳” 亮点，给粉丝们另一个重温他们的机会。 执行 格莱美奖在 58 届格莱美奖广播中被授予获奖者。它拍摄了现场直播、在线直播和社交分享的镜头。一些艺术家吹吻，一些挥手，一些人发表演讲，一些人只是表现得很酷，给他们的粉丝一个前所未有的亲密视角..FastCompany 在 2月9日打破了格莱美奖的故事, 开始了一周的期待，由视频和戏谑的协调运动进一步推动。该节目的主持人 LL Cool J 播下了一段社交 “拆箱” 视频，他今天早上去了哥伦比亚广播公司大肆宣传我们的谈话要点。一段网络视频讲述了格莱美奖从 1958年到今天的演变。社交帖子用 “你在这里” 的信息介绍了格莱美。格莱美奖的早晨,《连线》打破了格莱美奖另一个巨大的幕后故事。格莱美奖社交频道分享了活动后的内容，并给了粉丝们一个重新体验他们最喜欢的格莱美奖时刻的机会。 相关性 格莱美是第一个带有直播摄像头的颁奖奖杯。通过身临其境的二次屏幕体验，用户几乎可以从他们希望的任何角度观看格莱美奖颁奖典礼。观众可以选择和获胜者一起站在舞台上，偷看后台的兴奋，或者一起接受媒体采访。GRAMMYcam 是一项创新，让粉丝们沉浸在与他们最喜欢的表演者现场的亲密体验中。一个新的酒吧已经为所有的颁奖典礼，也许所有的现场活动。 结果 GRAMMYcam 带来了一种全新的方式来观看现场活动 -- 让观众成为行动的一部分，而不仅仅是观众。格莱美现场直播网站在晚上看到了 120万名独特的游客，访问了 570万多个相机角度 -- 平均每人观看了 4 台不同的格莱美相机。媒体关注这个故事，超过 400 篇与格莱美奖相关的文章在网上发表，包括 Mashable 、 FastCompany 、 People 和 Perez Hilton 的特写。这项技术是吸引观众和参与的创新方式。我们的活动后内容也吸引了许多粉丝，到目前为止获得了 150万多次观看。
Grammycam
案例简介：Campaign Description Introducing GRAMMYcam, the first award show trophy with a live-streaming camera built-in. Award shows are all the same. They feature the same stars in the same format all in the same crowded time period. We set out to create a new fan experience to set the GRAMMYs apart, something that built meaningful connections with the audience and reaffirmed the GRAMMYs as an unskippable cultural event.To create GRAMMYcam, we worked with GoPro to design a custom video camera that could be embedded in a special 3D printed base of the GRAMMY trophy. Fans could watch live-streaming video from several different GRAMMYcams, on any device, on GRAMMYsLive.com. This unique second-screen experience created a more intimate view of what it felt like to be both onstage and backstage at any given moment. For the first time, fans were literally in their favorite artists’ hands and could witness greatness like never before. Synopsis Award shows all feel the same. They use the same format, and showcase the same stars, all around the same time period. We wanted to differentiate the GRAMMYs by creating a new experience for the fans that brought them closer to their idols and established the brand as an innovative leader. Strategy Access to celebrities has completely changed. With Instagram, Twitter, and Periscope, it’s intimate and instant. Yet award shows haven’t kept up. So we designed a custom GoPro camera and put it inside the base of the GRAMMY award. It streamed to grammyslive.com during the broadcast, literally putting viewers in their favorite artists’ hands, allowing them to witness greatness like never before.FastCompany broke the story on Feb 9th, kicking off a week of anticipation (fueled by video and photo teasers).Most of the action, however, occurred the night of the event where over a million people tuned in online for the chance to experience the GRAMMYcam in the hands of their favorite musicians. Over the next few days, we shared “best of” highlights of the intimate footage of artists in their winning moments, giving fans another chance to relive them. Execution GRAMMYcam was handed to winners during the 58th GRAMMYs broadcast. It captured footage that was broadcast live, streamed online, and shared socially. Some artists blew kisses, some waved, some gave speeches, and some just played it cool, giving their fans a never-before-seen intimate view..FastCompany broke the GRAMMYcam story on Feb 9, kicking off a week of anticipation, further fueled by a coordinated campaign of videos and teasers. A social “Unboxing” video was seeded with the show’s host, LL Cool J, who later went onto CBS This Morning to hype our talking points.A web video dramatized the evolution of the GRAMMYS trophy from 1958 to today.Social posts introduced the GRAMMYcam with “You Are Here” messaging.The morning of the GRAMMYs, Wired broke another huge behind the scenes GRAMMYcam story.Post-event content was shared on GRAMMYs social channels and gave fans a chance to re-live their favorite GRAMMYcam moments. Relevancy GRAMMYcam is the first award show trophy with a live-streaming camera built right into it. Through an immersive second-screen experience, users were able to view the GRAMMYs award ceremony from almost any perspective they wished. Viewers could choose to be on stage with the winners, peek at the backstage excitement, or ride along for press interviews. For the first time, the fans were in control of their GRAMMYs experience.GRAMMYcam was an innovation that immersed fans in an intimate experience with their favorite performers, live. A new bar has been set for all award shows, and perhaps all live events. Outcome GRAMMYcam brought a brand new way to view live events – making viewers part of the action, versus just spectators. The GRAMMYs Live site saw 1.2 million unique visitors over the course of the night, with over 5.7 million camera angles accessed – that’s an average of over 4 different GRAMMYcam cameras viewed per person. The press jumped on the story, and over 400 GRAMMYcam-related articles were published online, including features from Mashable, FastCompany, People and Perez Hilton. The technology was an innovative way to draw both viewership and engagement. Our post-event content that was seeded out also drew in many fans, garnering over 1.5 million views to date.
Grammycam
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Grammycam
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